So, just what is this podcast growth strategy every podcaster needs? The content flywheel! Wait! What’s a content flywheel? Don’t worry. I’m going to break it all down for you today. But first…
Welcome to the third edition of The Founder’s Corner! The Founder’s Corner posts are based on previous segments from our weekly newsletter. So if you want this type of content first, check out the link at the end of this post!
Now, back to what I want to share with you today…the podcast growth strategy every podcaster needs!
In the last while I’ve heard a lot about the value that lies in having an endless source of content. As a creator — whether you’re a podcaster, blogger, brand builder, writer, or course creator — it’s always the same pain point that people are dealing with…
What content can I put out next? How can I increase the amount of content I put out? Where can I fill up my idea bank? Is it possible to maintain consistency when putting out high volumes of content?
If you can relate to the endless procrastination that leads up to content creation and you find yourself asking these questions, then listen up!
Enter the Content Flywheel
The flywheel was invented by James Watt, specifically as an energy-efficient tool. Prior to being in motion, the flywheel is heavy and hard to rotate. It requires a lot of consistent energy and work to get it into motion. This is similar to where you might be as a creator when you’ve hit writer’s block or when you are just starting with your content marketing efforts.
However, once it starts spinning, the flywheel will require less and less energy to keep it in motion. And voila! Exactly where you want to be; in a continuous content generation loop.
When your business is driven by content, a flywheel is crucial for combatting a lack of motivation and inspiration. The same is true when it comes to the success of your podcast. In the beginning, any attempt to move the needle requires significant effort and hard work with little to show for it in results.
So what should you rely on? … Consistency!
As you consistently create high-quality content, you’ll start to benefit from the compounding effects. As you build momentum, it will eventually power you into a success loop.
Now, what does a content flywheel look like, exactly? Well, you can essentially create your own and tailor it to your business and your audience.
Here is my quick reference, simplified content flywheel:
This consists of 4 overarching pillars:
- Create High-Quality Content
- Consistent Frequent Publishing
- Promotion and Shareable Media
- More First-Time Listeners/Customers
Within each of these pillars, there is significant room to expand on your podcast growth strategy, which I will gladly do in a future newsletter – [so stay tuned, or sign up below if you are eager to learn more].
What I want to touch on today is the power of what you build into your content flywheel. Within each rotation, you have to eliminate the potential friction that will slow your flywheel down. Then, you have to consistently add force to it — each stage needs its own momentum.
To understand what you need to build into your flywheel, you have to first decide what it is that you want to get out of this powerful loop.
So whether that is new leads for your business, more customers , or new subscribers to your newsletter, you can then build in key sections to give your flywheel momentum that drives towards your desired result. And with my focus on podcasting, creating a content flywheel for your podcast is an incredible podcast growth strategy, which can help you reach new listeners, build your podcast brand, and expand your reach.
So let’s look at three key components of a successful content flywheel:
1. Encourage Consistency:
Yes, I know, I know… consistency is something that gets absolutely beat over the head. But do you know what? That’s because it works! You aren’t just going to get your big break or have your podcast take off without having consistently published your episodes, week in and week out.
When it comes to the flywheel, without consistency, there is no initial rotation! The same thing applies to your business or your show. When you first start out, it can be hard to make any sort of impact or drive new leads for your team. However, with consistency and time, it becomes easier for you to create value for your audience and attract more first-time listeners or customers.
So make sure to build in that consistency within your content flywheel so that you are continuously driving that momentum forward towards your end goal.
2. Build in Feedback:
So what’s the best way to provide your listeners or customers with the value that they are looking for? Well, simply put them at the center of what you’re doing.
That’s right! Put them SMACK-DAB in the middle of your content flywheel and literally build in your feedback right there.
From there, every piece of content you put out needs to be aligned with the purpose of solving a problem for your listener or customer. This way your audience is not only taking on a more active role in the type of content that they are receiving from you, but you are in turn benefiting from the feedback that they give, which feeds directly back into the momentum of your content flywheel.
Quality Content -> Built-in Feedback -> New Ideas = Content that is even more aligned with your audience.
This is a surefire way of using built-in feedback to become the motivator behind the content you create, drawing in even more listeners and potential customers.
3. Capitalize on Momentum:
And last but not least, it’s time to capitalize on the momentum that, together with your audience, you have created! The more valuable your content becomes to your listeners, the more awareness you will create around your podcast or business. This is where this podcast growth strategy really shows its value!
At this stage, your content consumers are essentially going to become promoters of your content! This is exactly where you want to be!
Let’s Get the Wheel Turning!
So, what’s the takeaway today? How can you take action on this podcast growth strategy? That’s simple! (Note that I didn’t say easy! It’s not easy! But we can break it down to make it simple.) Don’t let the momentum of the incredible content flywheel you’ve built go to waste. Capitalize on it. Make it work for you. And essentially…work smarter, not harder!
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